This clinical efficiency has become the hallmark of every project Modi lends his name to. Take, for example, the Vibrant Gujarat Summit. Officials have already made a trip to China to woo investors for next year. The speed is also characteristic of Gujarat's jumbo projects such as Gujarat International Finance Tec-City (GIFT City), the Sabarmati Riverfront Development Project and the Metro Link Express for Gandhinagar and Ahmedabad, or MEGA (see Modi's Dream Projects) , which are progressing at a rapid pace. Modi is also said to work for up to 18 hours a day. He hasn't taken a holiday for nearly 10 years. Why then the huge inconsistency in the economic indicators?

A senior BJP leader who has known Modi for more than 20 years says if there is a mismatch in results, it is perhaps because he has been unsuccessful in getting people to work at the pace he wants. "Modi succeeds in single projects. The Ahmedabad Bus Rapid Transit System is a shining example. You can't beat him in such single, time-bound projects where largely only his energy is required. But in a macro project, where the efforts of many people are needed, he comes up short."

The Big-Bang Publicity

Modi runs a superb PR machine. Admirers take this as proof of a driven man. Critics see pure propaganda.

Assuming Narendra Modi returns to power, here's a preview of the sixth Vibrant Gujarat Summit next January. A long line of businessmen, analysts and diplomats from around the globe will again assemble. Again, they will shower Modi with praise for making it easy to do business.

Again, a few will address him as a progressive and tireless leader, or a visionary. Again, there will be plenty of handshakes and hugs. Again, a few would encourage counterparts to invest in Gujarat. And again, jaw-dropping investment figures will be announced.

Punit Mawli, vice-president, media relations, Mutual PR, the Gujarat government's public relations company, says Vibrant Gujarat 2013 promises to be even more spectacular than its predecessors. "Preparations for the summit are in full flow, with 11 teams of officials coupled with more that 100 industrial houses scouting 34 identified countries for further investments in Gujarat."

Vibrant Gujarat is Modi's piece de resistance. Ostensibly designed to attract investments, it has another purpose — to showcase Modi's credentials as a Vikas Purush, or a man for development. It is an image he has been tirelessly trying to build to eclipse the Godhra riots. Vibrant Gujarat offers a glimpse into the efficacy of Modi's publicity machinery. Detractors, including Congress leaders, have accused the government of inflating investment figures to grab headlines. Indeed, promises are getting bigger with every investment meeting (see More Hype...). But actual investments are a fraction of the promises.

Surreal Development

Authorities say investments take time to fructify and projects executed are for real. "Whenever commissioning is done in any project, not even 60-70% is spent. It is a continuous process," says Sahu, the industries and mines secretary.

Yet, the common thread running through Modi's marketing campaigns is the uncanny ability to present a picture of splendour in every endeavour. That explains investment figures running into lakhs of crores, growth figures dwarfing experts' estimates and of course, 'India's biggest gas find'.

The official Socio-Economic Review 2011-12 states that the total length of roads in the state has increased to 74,117 km at the end of 2008-09 from 74,112 km in 2007-08: an achievement of 5 km in one year!

Mawli says usually in PR, an agency finds difficult to manage a reticent client as expectations of the client are not usually matched by its propensity to converse/engage with media. "That has not in been the case with the Gujarat government. It has loads to talk about, be it the developments on the industrial front or the socio-political ones."

Modi employs two public relations firms — Washington firm APCO Worldwide to cater to the world media and Mutual PR for the Indian media. He is also one of the first Indian politicians to have understood the power of the internet as a marketing medium. Today, he runs his campaigns through Twitter, Facebook and YouTube. He is a methodical blogger and fans can download Narendra apps on the iPhone and Android platforms.

To his admirers, Modi is only trumpeting achievements. But to critics, his marketing reeks of propaganda. Modi's invite to the Tatas through a text message to establish the Sanand factory is highlighted frequently. What receives less attention is the government's generous offer of a tax waiver up to 20 years and exemption from stamp duty and electricity duty, among other charges.